Abstract
The growing presence of online travel communities is leading to great developments in the travel industry. Grounded in the innovation diffusion theory (IDT) and the technology acceptance model (TAM), this paper seek to develop and empirically test a comprehensive framework to examine the antecedents of customers' intention to participate in online travel community. Using SEM to analyse the data collected from a sample of 495 members, the results indicate that innovation diffusion theory and TAM with trust provide an appropriate model for explaining consumers' intention to participate; this intention in turn has a positive influence on intention to purchase and positive WOM. Furthermore, religiosity plays an important role in understanding consumers' behavioural intention. The results offer important implications for online service provider and are likely to stimulate further research in the area of online travel community.
DOI
10.1016/j.chb.2016.02.038
Publication Date
2016-07-01
Publication Title
Computers in Human Behavior
Volume
60
Publisher
Elsevier
Embargo Period
2024-11-19
Keywords
Intention to participate, Online travel communities, Innovation diffusion theory, TAM, Trust, WOM
First Page
97
Last Page
111
Recommended Citation
El-Masry, A., & Agag, G. (2016) 'Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: an integration of innovation diffusion theory and TAM with trust', Computers in Human Behavior, 60, pp. 97-111. Elsevier: Available at: https://doi.org/10.1016/j.chb.2016.02.038
